Buenos días, Pedro: How to develop Spanish copywriting for the Hispanic market
April 10, 2013
Companies are becoming increasingly aware of the importance of the Hispanic market, but most are uncertain about how to break into it. To ensure that your message is not lost in translation, take a look at these tips on how to develop Spanish copywriting for the Hispanic market.
1. Know your demographic
The Hispanic market in the U.S. is made up of many diverse cultures from over 20 different countries. Mexicans make up the majority of this group at over 60%, followed by Puerto Ricans and Cubans. This heterogeneous group is growing rapidly, which increases the demand for Spanish copywriting. An essential first step is knowing which corner of the market your products or services will specifically target. Investigating the demographic and behavioral factors of your audience will prove vital to the success of your Spanish copywriting.
2. Understand their core values
Hispanic cultures are characterized as valuing emotion, intuition, and creativity. Hispanics tend to place greater importance on interpersonal skills, and usually have strong relationships with family and friends. These values are passed down through generations, and maintained by Hispanics living in the U.S.
3. Speak the language
Most companies only use Spanish copywriting to reach the non-English-speaking sector of the market, while relying on English copywriting strategies to communicate with bilingual Hispanics. However, bilinguals report speaking primarily Spanish with their family and friends, and confirm that they identify more strongly with messages presented in Spanish. Spanish copywriting results in more effective communication with bilingual and monolingual Hispanics alike, and the choice to use Spanish shows a sensitivity to the cultural differences felt by this group.
4. Create tailor-made text
A good Hispanic translation will require restructuring of the original text. Market research shows that Spanish-speakers prefer messages that follow a logical order, which goes against current trends in English copywriting. Supporting details should be presented first, followed by main ideas. Additionally, Hispanics respond better to messages that elicit emotion, so try to create Spanish copywriting that hits a nerve or tugs at the heartstrings.
5. Go beyond translation
Effective Spanish copywriting is much more than translation of ideas generated in English. Transcreation techniques can help you adapt your message while maintaining the tone and style of the original. Hire a professional Spanish copywriter with appropriate knowledge of the cultural nuances of your target audience. There are many opportunities in the large Hispanic market and you’re sure to take advantage of them as long as you approach them with sensitivity and commitment.
If you would like additional information on this topic or have questions on planning and executing your next translation or multilingual initiative, contact us today for a free 30-minute consultation or call us at (800) 413-7838.